“It’s My Choice What I Put In Me” is certainly memorable. The slightly not-safe-for-work video promoting Simply Slick personal lube was unveiled this week, the first work to come from the company’s partnership with the new Toronto-based company Edward Teach.
It features a peppy tune earnestly sung by an innocent-looking woman who dances her way through an office, touting her right to chose which ingredients go in her body.
“We thought it would be interesting to have such a provocative topic wrapped in a delivery system that’s so pleasant,” says Brett Channer, co-founder of Edward Teach. “There’s the juxtaposition of the language that we need to say, and a very innocent, palatable environment.”
Edward Teach focuses on highly sharable content, and hopes that the catchy song, tagline and style of this video will do the trick. It’s promoting the ad with organic seeding through bloggers, PR and broader media, but refrained from paid preroll.
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“We want to create advocacy, because this is a brand that actually has a point of view,” says Channer. “This is a client that advocates health, and women’s rights, and a product and security and safety around those products. We think that has the potential for true consumer advocacy behind it.”
The website for the Wisconsin-based company was also created by Edward Teach. “The site is really pragmatic; it’s designed to explain why the company exists, what it believes in, and what it’s challenging in the marketplace,” says Channer. But it keeps the lighthearted visual tone and wit, including a line of NSFW e-cards released around Valentine’s Day.
